Lost is relaunching its women’s apparel line for Spring ’15. The collection for Spring ’15 is called Sea Gypsy, and Lost has created a brand video(link is external) to support the launch.
Lost Women’s had previously found success in boutiques and fashion accounts before going on hiatus to move from a licensing model to an in-house design structure. Lost will show the new collection at Agenda next week.
I asked Lost International CEO Joel Cooper some questions about the revamped women’s line.
How long was the brand on hiatus and why?
Lost CEO Joel Cooper: We delivered our last product in June 2013. The reason for the hiatus was that we were switching from a licensee to producing and designing the women’s line in-house.
What are the key categories?
Joel: Dresses, tops and bottoms.
Are you using surf reps to sell the line, or focusing more on the boutique customer?
Joel: We are building a new sales force, which will be focused on specialty stores including boutiques and surf specialty retailers.
This will include a combination of both boutique and surf reps depending on the territory.
Why is it important for Lost to have a women’s line again?
Joel: Lost has been doing women’s both domestically and internationally for over 15 years and the women’s line completes our brand offering.
Is the men’s line growing since it left the La Jolla Group and returned under the Lost International umbrella?
Joel: Since taking over, we have expanded our categories in men’s and launched a new boys line.
We’ve also added to our accessory offering by introducing sandals and beach towels, which have been very successful. Our business on an overall basis is up 15% from 2013.